From SEO to GEO: How G2 Is Redefining Their Growth Strategy | Belkins Podcast Episode #15

Building software today? Easy. But standing out in a saturated SaaS market—with 40,000+ new apps launching each year—is a whole different game.

In this can't-miss episode, Godard Abel—Co-Founder and CEO of G2—breaks down exactly how G2 thrives amidst the AI explosion shaking up the B2B software industry. With 50 new AI software categories emerging in the past year alone, discover how the industry's top platform stays ahead.

Tune in to uncover:

How G2 navigates an app marketplace flooded by AI startups (and how you can, too).

The surprising shifts in buyer behavior that are transforming B2B sales.

G2’s unique strategy for embedding their platform into leading AI tools like ChatGPT and Microsoft Copilot.

Practical tactics for positioning your software as the go-to choice in an overcrowded market.

Why brands leveraging authentic, human-driven content dominate AI-powered discovery platforms.

"AI won't replace humans, but humans with AI will replace humans without AI," Godard warns. If you're serious about staying ahead in sales, marketing, or RevOps, this conversation will equip you with actionable strategies you can use right now.

About Godard Abel:

Godard has built and sold three software companies. His first two exits—BigMachines and SteelBrick—went to Oracle and Salesforce for a combined $760 million. Now he's running G2, which became the world's largest software marketplace and trains the AI tools your prospects use to research vendors.

About the Show:

What does it really take to grow a B2B business today? We ask the people doing it.

The Belkins Podcast dives deep into the strategies, decisions, and behind-the-scenes insights driving real growth at top B2B companies. Each episode features candid conversations with industry heavyweights—CROs, CMOs, founders, and seasoned operators—who've navigated market downturns, scaled teams, and mastered the realities of revenue growth.

You'll hear hard truths, unfiltered insights, and actionable tactics directly from leaders who've actually done the work.

Chapters:

00:00 - Introducing Godard Abel
02:30 - Why Building Software is Easy But B2B Marketing is 10x Harder in 2025
04:14- 40,000 New Apps Launched on G2 in One Year: Software Market Saturation
05:42 - Should Your SaaS Company Pivot to AI or Add AI Features?
09:01- Multi-Product Strategy: How to Compete in Multiple Software Categories
16:13- HubSpot's API Integration Strategy: How to Build on Existing Platforms
19:54- AI Categories See 100% Traffic Growth While Traditional SaaS Declines
23:29- Personal Branding vs Corporate Marketing: Why CEO Posts Get 10x More Engagement
39:16 - How to Rank in ChatGPT and Claude: Building Authority for AI Training Data (Tips for writers)
48:13- How G2 Competes with ChatGPT: Partnership Strategy vs Fighting AI Search
53:49 - AI Buying Agents: The Future of B2B Software Purchasing (G2AI Demo)
01:15:01- From Single-Function BDRs to Full-Stack Revenue Professionals
01:17:24 - From Hiring More to Revenue Per Employee: The New Growth Metric
01:23:01 - Thanks for watching!

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About the Host:

Michael Maximoff is the Co-Founder and Chief Growth Officer of Belkins, the #1 ranked B2B appointment-setting agency, recognized by Clutch, G2, and Inc. Over the past decade, Michael has built Belkins into one of the most respected voices in B2B sales and marketing, helping over 1,000 companies across 50+ industries achieve predictable, scalable growth.

Known for his straightforward style, Michael hosts the Belkins Podcast to speak directly with top growth leaders and uncover what truly moves the needle today.

Let's stay connected:
👉 Godard Abel - https://www.linkedin.com/in/godardabel/
👉 Michael Maximoff - https://www.linkedin.com/in/michael-maximoff
👉 Michael’s newsletter “From Zero To Agency Hero” - https://www.fromzerotoagencyhero.com/
👉 Belkins - https://www.linkedin.com/company/belkins

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